Shaping attitudes toward Islamic microfinance: the role of Islamic brand personality and its impact on adoption intention

Purwanto, Purwanto and Jan, Muhammad Tahir and Latip, Abdul and Arifin, Johan (2025) Shaping attitudes toward Islamic microfinance: the role of Islamic brand personality and its impact on adoption intention. Journal of Global Business and Technology, 21 (1). pp. 50-69. ISSN 1553-5495 E-ISSN 2616-2733

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Abstract

The main purpose of this research is to empirically investigate Islamic Brand Personality in forming attitudes towards Islamic Microfinance and its impact on adoption intentions. This research uses a quantitative approach involving 400 Islamic Microfinance customers. Additionally, the research data was collected both online and offline using a random sampling method. To test the proposed hypotheses, Partial Least Squares Structural Equation Model (PLS-SEM) analysis was conducted using Smart PLS 3 software. The results show that the data support all seven hypotheses. Islamic brand personality dimensions competence, excitement, and Sharia compliance have the most substantial impact on shaping attitudes toward Islamic microfinance. The attitude that is successfully formed then significantly impacts adoption intention. Islamic microfinance institutions must increase competence, enthusiasm and compliance with Islamic compliance to foster a more positive attitude and strengthen intentions to implement Islamic microfinance. Competency strengthening can be done by training staff willing to do so to ensure that staff can explain to customers that Islamic microfinance differs from other systems. Increasing excitement can be achieved by offering innovative financial products and easy-to-use digital services so that the services provided by Islamic microfinance are even more attractive. Islamic microfinance can inform the public that the contracts used in transactions are based on the values of the Islamic religion. By focusing on these key aspects, positive attitudes towards Islamic microfinance can be increased, ultimately driving the intention to adopt it. This research contributes to filling the research gap regarding the impact of Islamic Brand Personality in shaping attitudes towards Islamic Microfinance. The results prove that Islamic Brand Personality can form positive attitudes, which then influence adoption intention. These findings provide an important contribution to understanding the role of Islamic branding in increasing the adoption of Islamic microfinance services.

Item Type:	Article (Journal)
Uncontrolled Keywords:	Islamic microfinance, Islamic brand personality, attitude, adoption intention, Indonesia, sharia compliance.
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User:	Dr Muhammad Tahir Jan
Date Deposited:	21 Dec 2025 23:13
Last Modified:	21 Dec 2025 23:13
Queue Number:	2025-12-Q953
URI:	http://irep.iium.edu.my/id/eprint/125880

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